We backed the bid, now its time to back the logo. I am of course talking about the 2012 Olympic logo for London. I am a fan of the logo and think its had an unfair response since being released. Logos are about identity and association, this logo hasn’t had any ‘real’ associations yet as the Olympic games are still a future prospect. The meaning of the logo will therefore change during and after the games but for now we should support the design because it is ours.